Category: Marketing

Clarifying Equation

During late afternoon winter walks, I often call my siblings. It’s a great way to keep in touch and actively listen without distractions. Today was a conversation with older brother number two, during which I shared an update on a big adventure for our business.

He always provides positive reinforcement and insight, and after I explained the current state, he said something that was for me an Aha! Moment: Creativity x Connectivity = Continuity

Creativity is innovation. Connectivity is relationships with decision-makers. Continuity is repeatable and referenceable sales.

I asked if that was original. He said yes. I said I’m gonna steal it. 

Recently my subscription to The Athletic auto-renewed for another year. The next day I realized my wife’s New York Times subscription includes The Athletic, so that evening I went to their website to find out how to contact them and request a refund.

Whenever using online Chat for customer service, I have a bias that it’s likely AI or some FAQ auto-responder; thus, I start with: “Are you a real person?” Since the response was, ‘Yes’, I explained what happened in a few short sentences. The typist on the other end asked for my user name, confirmed we were covered by the NYT, and said they would issue a refund.

Whenever using an online Chat for refunds, I have a bias that it’s likely the credit won’t show up in our account for some time; thus I write: “When can we expect the funds?” Since the response was, ‘Might take up to five business days’, I made sure to check the statement a couple days later. Sure enough there was the refund.

Things don’t always go this easily, so I took the time to send an email explaining what happened and thanking them. Having been a small business owner, I learned 25 years ago that people are quick to point out what’s wrong… and seldom take the time to acknowledge a job well done. I try to remember to do that. 

In 2015 and 2016, I was invited to work with a large franchisor on strategic planning for each of their then 12 brands. A couple years went by so I circled back to see if there might be an opportunity for another round. “We decided to use a larger firm,” I learned. “They have more people who will be involved in the process.”

Covid happened. Time flew. Other clients appeared. Yet, I always stayed in touch with the COO, who I’ve known for nearly 20 years. Perhaps the simplest thing I do is wish her a happy birthday each year.

In the spring, that organization’s VP of Strategy contacted me: “We want to do strategic planning for six of our brands this summer and [CEO Name] said I should talk with you.” After a couple of conversations, he shared that, from his understanding, the last round with the larger firm didn’t align with their culture.

This summer I made four trips there to work with the leadership team of each of the brands… helping them prepare for 60-minute presentations to the CEO and CFO. Those are happening this week.

You never know when a former client will come back around. It’s important to stay in touch and continue to be available when needed. This organization now has 19 brands, and they told me to expect to work with the other 13 during the next two summers.

You’ve probably had the experience many times of navigating automatic phone prompts before getting to speak to a live person. Often the last thing you hear is: “To participate in a brief customer service survey, please stay on the line at the end of the call.” There are typically multiple questions to answer on a scale of 1-low to 5-high.

A couple weeks ago I was working through an issue with an airline representative about missing mileage credit on one of my international flights. The person was polite, efficient and did an excellent job handling everything.

Since she was so nice, I stayed on the line: “Thank you for helping us be better. The only survey question is ‘Would you hire this person to work in your company?’ Press 1 for Yes. Press 2 for No.” So, of course, I pressed 1.

What a unique approach… and mutually beneficial. The company quickly received feedback on its employee and I disconnected knowing the extra 10 seconds of my time might help that representative get a gold star for performance.